Writing for Entrepreneur.com, Martin Zwilling observes that many entrepreneurs believe their business idea will carry their startup, while most investors think that the idea is worthless without the right execution. This, he insists, means that selling yourself is more important than selling your idea.
Following advice laid out in the book Promote Yourself: The New Rules For Career Success by Dan Schawbel, Zwilling highlights some areas of entrepreneurship that require self-promotion:
• Treat your reputation as your best asset. According to Zwilling, what people think you can do is more important than what you’ve done or what title you give yourself. You must show you are worthy of trust.